Dominic Jones does the 90s

Watch his s/s 2014 video first


‘We wanted to make a distorted, slowed down Hype Williams-style video, sexy and dark,’ jeweller Dominic Jones tells us of the spring/summer 2014 video he’s shared exclusively with ELLE.

Featuring Storm girl Adwoa Aboah, there’s definintely more than a touch of 90s Missy Elliot about the short showcasing the designer’s latest collection, which was inspired by the idea of evolution. It’s also somewhat meta, given that Jones had to evolve his production process to create it.


‘Up until this collection I've avoided the whole world of CAD, 3D scanning and printing,’ he says. ‘I felt it was important for me to hone my traditional skills, and I've always been left a bit cold by the examples of work I'd seen within this world of CAD… It didn't matter how impressively complex or perfect the work was it always looked cold, soulless and cheap.

‘The way I used the 3D scanning with in this collection was hand-in-hand with my own imperfect handmade techniques, allowing me to change scale of my own work easily, then working back into them by hand so they have that warmth and feel of something that been made traditionally.’


It was a happy, starry coincidence that led him down the CAD path, he adds: ‘I got talking to Eliza Doolittle's brother Felix while they were at my menswear presentation. He's been studying it and so when I started this collection, I got him to come to the studio.’

Time to get ur freak on: check out the impressive results below.

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Film by Sean Frank

Stylist: Ellie Grace Cumming

Hair: Teiji Utsumi

Make up: Thomas De Kluyver

Nails: Jessica Hoffman

Model: Adwoa Aboah

Set design: Alice Kirkpatrick

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